Hollywood HelixPrepared by:

Oscar Morán, Meredith Drake Reitan, Barbara Schoenig, Benjamin Herkommer, Jakob Hurrle, Johannes Novy, Yoon-kyung Oh, Rory Fancler

SWOTSTRENGTHS WEAKNESSES OPPORTUNITIE

STHREATS

IMAGE Global Image

Alternative Lifestyle

Local Image Vacancies Existing public art or lack thereof

Authenticity Integration in neighborhood

Loss of Identity

USES Mixture Not attractive for local residents

Attracting new residents

Strengthening of mixed use

Retail -Commercialization

SPACE Quality of existing architecture "Boulevard feeling

Vacancies and voidsNon-integration of Boulevard in neighborhood

Quality of public space

Creation of real boulevard

Loss of uniqueness

SOCIAL ISSUES

Diversity Boulevard bisects the neighborhoods

Using voids and vacancies

Creative use of vacancies Rituals/Events

Gentrification

"Tourist bubble“

ECONOMY

Existence of Culture industry

Dependency on tourist business

Attracting new residents and working facilities with urban flair

Concentrated Retail-Strategy

CULTURE Existence of Culture industry

Existing public art or lack thereof

HistoryLandmarksExpand public art

Exploitation of localimage excluding localresidents“Theming” of publicspaces

Fragmented Boulevard

Entertainment Industry Not for Profit Entertainment

“High quality” uses Sex- & T-Shirt-Business

Tourist Bubble Grungy Boulevard

New StructuresHistoric Buildings

Living Up the Hills Living in the Flats

History of Glamour History of Decline

Hollywood Helix

Economic Growth

Social Responsibility

Global expectations

Local needs

History

Innovation

Cohesiveness

Diversity

Hollywood BoulevardEntertainment Committee

Bring together entertainment stakeholders community-based non profits, politicians, CRA, Chamber of Commerce, and actors

• Build on the diversity of culture and entertainment in the area• Sustain diversity of culture as the asset of the entire place• Balance interests• Develop a common marketing and information strategy• Organize events and happenings• Entertainment planning for Hollywood Boulevard

Financed through public art funding, CRA, Chamber of Commerce, private investors, Hollywood Studios, Film-Stars….

Permanent Improvements• Common Marketing of Hollywood Boulevard

Activities by HBEC:–Hollywood Helix as a local marketing tool

• Visible Information Center designed by architecture students

• Community participation for vacant space development

–Creative people and small businesses–Off-Hollywood movies in vacant theatres

• Develop the annual “Run of Fame”

• “Explore Your Neighborhood” events on vacant parking lots

–Community open air movie theatre–Temporary installations

Hollywood Fellowship Program

International fellowship program of the HBEC in cooperation with international foundations and the film-industry

• Promote young music, art and film artists

• Mutual inspiration and benefit between the artists, the entertainment industry and the community

• Provide live-work space on Hollywood Boulevard and side-streets (vacant buildings)

• Infill development for art and film studios on side-streets

• Annual presentation of a ¨Central Hollywood Boulevard Festival¨

Hollywood Boulevard Festival

Central event in order to make Angelenos, as well as tourists aware of Hollywood Boulevard

• Inauguration of the Information-Center to be designed in a student architect competition.

• Large scale public events to welcome the first fellowship students

• “Open House” temporary opening of vacant structure-landmarks for new ventures

Temporary Installation: Hollywood Past and Present

First Round of newly designed public art:

“Look up-here”- signs

Focused Use of Hollywood Boulevard

Create a vibrant neighborhood framed by higher density anchors

• La Brea and Vine anchors of global activity – public relations/advertising firms

• Blocks between Cherokee and Ivar anchor local community– Heart of new residential and local business area

• Encourage new local business development and rehabilitation– rent control, incentive zoning, space regulation

• Permit street vendors, design carts by architectural competition (ex. MacArthur Park, Los Angeles)

Insert Highland photo

Localized Tourist Experience

Create a 24-hour tourist destination on Hollywood Boulevard

• Foster tourist interaction with local neighborhood (beyond the Boulevard).

• Investigate creative uses for abandoned cinemas (i.e. themed hotel).– Opportunity for tourists to be extras in movies.

• Extended stay hotels in bungalow/courtyard style.

• Interactive interpretation of “Walk of Fame”– Display “star” information on walls with sound bites/visual snapshots

Localized Tourist Experience

Create a 24-hour tourist destination on Hollywood Boulevard

• Foster tourist interaction with local neighborhood (beyond the Boulevard).

• Investigate creative uses for abandoned cinemas (i.e. themed hotel).– Opportunity for tourists to be extras in movies.

• Extended stay hotels in bungalow/courtyard style.

• Interactive interpretation of “Walk of Fame”– Display “star” information on walls with sound bites/visual snapshots

Street Beautification Program

• Tree planting (Michigan Avenue, Chicago)

• Pedestrian-oriented street lighting

• Pocket park development

• Integrate new urban “furniture”

• Lighting landmarks : Visual Impact

• Public Art

Encourage pedestrian traffic and business relocation to the Boulevard.

Pedestrian Infrastructure

• Widen the sidewalk

• Create pocket parks

• Underground parking with public space on top – mixed-use

• Develop tourist information space close to metro stop

Orient the built environment to the pedestrian

Transportation Infrastructure

• Maintain slower speed limit – Bump-outs

• Encourage multi-modal transit

• Drop off & pick up zone for tourists at two separate locations to encourage pedestrian traffic along the Boulevard

• Maintain short-term parking on Boulevard

• Provide incentives to concentrate parking in multi-story, shared lots

Streamline multi-modal transportation system

Land Use ProgramMaximize existing structures and capture potential for infill development

• Stimulate the use of existing structures • Create incentives for a variety of tenants & businesses

– Facilitate Microcredit Lending Programs for small business development/rehabilitation

• Protect non-commercial uses & promote non-retail uses– Create a corridor for restaurants, bars, cafés

• Encourage private development of “smart” incubator space for creative uses and potential mixed-use

• Mixed-use densification along the Boulevard– Develop existing parking lots and current vacant lots

Undeveloped Lots

The End